Business Development Does Not Have to Be a Pain in the Associate

Networking

Networking is the solution to the career confusion and attrition angst that lawyers and law firms face today. It is no longer a way to build a Rolodex; it is now about building a sphere of influence, a personal advisory board, and finding inspiration.

That last point is critical. Most associates want two things: to find someone to emulate, and to be inspired. They can find both through creative networking.

From LinkedIn to MySpace, this is easier now more than ever because there is more information that can help find common points and more quickly establish the foundation for a meaningful relationship. Nurture that relationship by staying in touch using online calendars, remembering birthdays, blogging, writing articles, hosting panels, starting a charity and creating a television show, among many other ideas.

The Science of Self-Promotion

Some believe that there are a few naturally gifted rainmakers in each firm who are born with a talent for generating business. That theory is not quite accurate. There is a science to it and that science is to promote oneself without ever engaging in self-promotion. Those who appear to be naturally gifted simply internalized this idea many years ago and have built it into their daily routine.

The key is to focus on others, on their accomplishments, on issues of importance to the community at large and to be interesting. Distinguish yourself by being an interesting person and reminding others what you do and how well you do it. That effort can come in many forms and should be customized to your skill set and comfort level.

Ultimately, rainmaking and self-promotion are learned skills. Attorneys should tap the wisdom and experience of their colleagues. Alumni, whether it is high school, college or law school, are also a great source of insight. Create programs with prominent alumni that allow you to study and learn from their techniques.

And, connect with non-lawyers or those no longer practicing inside the firm. There are immensely talented people in-house at law firms who have sophisticated communication skills. Learning from them is essential because those who achieve the greatest success tend to be excellent storytellers, who can convey their expertise and understanding of a client's issue in a simplified and memorable fashion.

The Authentic Mentoring Relationship

Get a mentor, but not just anyone. There is a difference between having a mentor and creating an authentic mentoring relationship. Mentors tend to be assigned by firms and bar associations. They can be very effective, but mentoring relationships that organically evolve tend to last for one's entire career.

Associates think of a mentor as someone who can help them. Those who create an authentic mentoring relationship consider how they can help their mentor. They identify ways to make an impact on their mentor such that the mentee occasionally becomes the mentor. Think of what you can offer your mentor, rather than what your mentor can offer to you.

For example, during his first year, a law student read an article written by a lawyer who noted in the tagline that he was a power lifter and competed to raise money for charity. The law student happened to be a champion power lifter and invited the lawyer for a cup of coffee. The two met and developed a perfectly organic mentoring relationship. They lawyer was a prominent and successful member of the bar. He provided guidance to the student and introduced him to his network while the law student offered training advice to help the lawyer achieve his fundraising goals.

Live an Interesting Life

Ultimately, focus less on building a successful career and more on living an interesting life. Becoming a good lawyer is a given ' you must be skilled, though not necessarily world-renowned. Then make friends, not contacts. Engage with the community and your peers. And, have fun. One way to find that enjoyment is to study the media. Reach out to a journalist and meet him or her for breakfast.

Study yourself as well. Identify the issues and efforts that are most important to you. Recognize the good work of others, be charitable, and take calculated risks. Think about your personal brand and ways to find distinction in a genuine and positive way. Doing so requires you to incorporate your passions, which makes you more satisfied, which ultimately leads to greater success.

Ari Kaplan is the founder of Ari Kaplan Advisors and author of The Opportunity Maker: Strategies for Inspiring Your Legal Career Through Creative Networking and Business Development (Thomson-West, 2008). Based on the popularity of his current program, 'Successful Self-Promotion for Summer Associates,' he is launching two new in-house training programs this fall ' 'Become an Opportunity Maker' for all law firm associates and 'Opportunity Making 101' for new associates. Visit http://www.AriKaplanAdvisors.com for free audio programs about business development.

Business development and creative networking are often mysteries to many lawyers, particularly associates. They are pain points that linger and grow with time. There are, however, practical ideas that can empower their careers and their practices.

Ironically, the more junior one is, the better his or her chances of becoming a wildly successful rainmaker because the process is very much like investing. Most gurus say that investing $100 per month in a mutual fund that earns a historical rate of return beginning at age 25 will yield $1 million at age 65. Under this model, the later one starts, the lower the expected return.

Nurturing business development and networking potential with that same commitment will offer similar results. Unfortunately, the profession teaches lawyers to think about this many years into the future, but once they get there, they wish they had thought about it many years in the past. The key is to use a roadmap to look ahead with enthusiasm and create opportunities, rather than consider those one may have missed.

Networking

Networking is the solution to the career confusion and attrition angst that lawyers and law firms face today. It is no longer a way to build a Rolodex; it is now about building a sphere of influence, a personal advisory board, and finding inspiration.

That last point is critical. Most associates want two things: to find someone to emulate, and to be inspired. They can find both through creative networking.

From LinkedIn to MySpace, this is easier now more than ever because there is more information that can help find common points and more quickly establish the foundation for a meaningful relationship. Nurture that relationship by staying in touch using online calendars, remembering birthdays, blogging, writing articles, hosting panels, starting a charity and creating a television show, among many other ideas.

The Science of Self-Promotion

Some believe that there are a few naturally gifted rainmakers in each firm who are born with a talent for generating business. That theory is not quite accurate. There is a science to it and that science is to promote oneself without ever engaging in self-promotion. Those who appear to be naturally gifted simply internalized this idea many years ago and have built it into their daily routine.

The key is to focus on others, on their accomplishments, on issues of importance to the community at large and to be interesting. Distinguish yourself by being an interesting person and reminding others what you do and how well you do it. That effort can come in many forms and should be customized to your skill set and comfort level.

Ultimately, rainmaking and self-promotion are learned skills. Attorneys should tap the wisdom and experience of their colleagues. Alumni, whether it is high school, college or law school, are also a great source of insight. Create programs with prominent alumni that allow you to study and learn from their techniques.

And, connect with non-lawyers or those no longer practicing inside the firm. There are immensely talented people in-house at law firms who have sophisticated communication skills. Learning from them is essential because those who achieve the greatest success tend to be excellent storytellers, who can convey their expertise and understanding of a client's issue in a simplified and memorable fashion.

The Authentic Mentoring Relationship

Get a mentor, but not just anyone. There is a difference between having a mentor and creating an authentic mentoring relationship. Mentors tend to be assigned by firms and bar associations. They can be very effective, but mentoring relationships that organically evolve tend to last for one's entire career.

Associates think of a mentor as someone who can help them. Those who create an authentic mentoring relationship consider how they can help their mentor. They identify ways to make an impact on their mentor such that the mentee occasionally becomes the mentor. Think of what you can offer your mentor, rather than what your mentor can offer to you.

For example, during his first year, a law student read an article written by a lawyer who noted in the tagline that he was a power lifter and competed to raise money for charity. The law student happened to be a champion power lifter and invited the lawyer for a cup of coffee. The two met and developed a perfectly organic mentoring relationship. They lawyer was a prominent and successful member of the bar. He provided guidance to the student and introduced him to his network while the law student offered training advice to help the lawyer achieve his fundraising goals.

Live an Interesting Life

Ultimately, focus less on building a successful career and more on living an interesting life. Becoming a good lawyer is a given ' you must be skilled, though not necessarily world-renowned. Then make friends, not contacts. Engage with the community and your peers. And, have fun. One way to find that enjoyment is to study the media. Reach out to a journalist and meet him or her for breakfast.

Study yourself as well. Identify the issues and efforts that are most important to you. Recognize the good work of others, be charitable, and take calculated risks. Think about your personal brand and ways to find distinction in a genuine and positive way. Doing so requires you to incorporate your passions, which makes you more satisfied, which ultimately leads to greater success.

Ari Kaplan is the founder of Ari Kaplan Advisors and author of The Opportunity Maker: Strategies for Inspiring Your Legal Career Through Creative Networking and Business Development (Thomson-West, 2008). Based on the popularity of his current program, 'Successful Self-Promotion for Summer Associates,' he is launching two new in-house training programs this fall ' 'Become an Opportunity Maker' for all law firm associates and 'Opportunity Making 101' for new associates. Visit http://www.AriKaplanAdvisors.com for free audio programs about business development.